Andrew Maff explains how to optimize Amazon listing titles, descriptions, bullets and keywords to make a big impact on your business for free
This post is by Andrew Maff, Director of Marketing and Operations for Seller’s Choice, a full-service digital marketing agency for ecommerce sellers. Before joining Seller’s Choice, Andrew worked as the Digital Marketing Director for top Amazon seller Think Crucial.
If you sell products on Amazon, you’re probably wondering if there’s anything you can do to help increase your sales.
The good news is that tweaking your product listings has very tangible benefits in that regard. The bad news is that it’s going to take some very real effort and work on your part. While I worked as the Director of Marketing for Think Crucial, that was one of the biggest challenges that I faced.
Think Crucial had its own very successful ecommerce site and we wanted to have the same success on Amazon. We had over 2000 SKUs with 900 parent listings so we knew there was more potential for us. To accomplish our goals for our Amazon listings, I decided to focus on four concrete areas: product titles, descriptions, bullet points, and keywords.
The end result? Page views increased by 44%, sales by 30%, and conversion rate by an impressive 10%. That’s a lot of business impact. We optimized everything possible including images, titles, bullet points, product descriptions and on some listings, Enhanced Brand Content.
When it comes to the titles of your products, you have to realize that this is the first thing that your prospective customer sees. Like all first impressions, this is your chance to dazzle them and stand out from the competition. Unfortunately, many sellers don’t optimize them, and instead write lackluster titles that fail to draw in the consumer.
Amazon has recommendations on how to create a basic title, using the template of Brand + Model + Product Type. However, like I said, this leads to very dull titles. Instead, what we did was combine Amazon’s recommendations with specifically seeded keywords that we found had yielded excellent results (there’s more on keywords in the next section).
Once we had those keywords, we were able to tweak our titles to take advantage of them. For example, we found that we were getting excellent click-through rates on our brand name, so it became imperative that our titles included that keyword. Additionally, because Think Crucial sells generic versions of many replacement parts, it was imperative that at least one part number or another OEM identifier was upfront so people could see them.
For your business, this means that your title needs to be concise, yet also have the information that people are looking for at a glance, so that they will click through to your product.
Using Keywords Correctly
The second thing I looked at was optimizing the back-end keywords that we were using on our Amazon listings. Many were weak, and some weren’t using all of the available space. That’s one key point. You have all of that space on your product page to put in hidden keywords. Use it. Leaving empty space is one more search term that could have gotten you another conversion.
When it comes to finding keywords, you have to think of how someone is going to look for your product. Brainstorm and think outside of the box. Maybe you make tiny brass bird keychains. A fairly obvious search term is brass bird keychains. But what about metal bird keychains? Or even just brass keychains? These keywords could all be used by someone who might buy your small finch on a key fob. But then, how do you narrow them down?
For that, run PPC ad campaigns on Amazon and seed it with your keyword ideas. Within a few days, you’re going to get an idea of what keywords are working and which aren’t. Like I said, for Think Crucial, it was a combination of our brand name and the OEM identifiers.
Remember not to use the same terms in your hidden keywords as you do in your title. Unlike Google, Amazon actively penalizes you for keyword stuffing. Use each keyword once; that includes any spacing variations, punctuation, capitalization differences, or pluralities. Amazon covers this in their list of best practices here.
Reload Your Bullet Points
If your title is your first impression, then those five bullet points underneath are what convinces your prospective buyer to stay on the page, instead of clicking the back button. They are your ammunition to let the buyer know why they should purchase your product. Let me tell you, if you’ve gotten the buyer this far, they’re now looking for confirmation that they’ve made the right choice. So you need to tell them what’s in it for them when they buy your product.
For Think Crucial, one vital selling point was our unconditional guarantee. This lets the buyer know that even if they’ve used the product for a couple of days, if they aren’t satisfied, they can return whatever they’ve purchased. Think of it this way. Your buyer already knows that they’re going to buy a small brass bird keychain. They want to know why they should buy it from you.
In your bullet points, think of the five things that are in it for your buyer. This is where knowing what segment you’re selling to counts. Do your buyers care about the source of the metal? Do they care that they are handmade by hobbits in New Zealand? What would you say to a buyer sitting across the table from you to convince them that this is the perfect brass keychain for their collection?
Don’t forget, when you’re writing your bullet points, this is another excellent place to seed keywords that you don’t have in your title or hidden keyword section.
Description Do’s and Dont’s
The description is the meat of optimizing your Amazon listing. And it’s here that you’re going to engage those indecisive customers to get them to decide that your keychain is the best one for their needs.
Remember your target audience, and speak to them. Don’t get overly technical and bogged down in details at first, unless of course, that’s your audience. Use short sentences, keep the tone brisk and fun. Don’t forget that you can use HTML tags in your description. Use bold font, make extra bullets to highlight the technical details like size. Break up that big boring block of text into bite-sized chunks that your customer can easily digest.
Ask questions that your customer might ask, and then answer them. Keep in mind, however, that you do have limited character space. But use the character space that you do have. Otherwise, you’re not making use of all your available resources.
At the end of your descriptions, always end with a call to action. This is a short sentence that tells your potential buyer to get the thing now! “Get this adorable brass finch for your keychain now!” is a great way to remind the customer that, oh yes, they should press that “Buy Now” button to the right.
Search Term Kung Fu and You
Keep in mind that when it comes to optimizing your keywords, nothing is ever set in stone. You will need to keep researching and keep tweaking to maintain the best results. With a combination of Amazon PPC advertising and keyword research, you’ll stay on top of the search terms that are attracting the most attention. And, with the rest of your listing whipped into shape, you’ll turn those click-throughs into meaningful conversions.
As a proof-of-concept, I spent two months working with our marketing department and a team of dedicated freelancers to overhaul all of our Amazon listings. With the tweaks and adjustments we made, we started seeing nearly immediate results. In a scant three months after our optimization, we saw improvements in the following areas:
- Page views increased by 44%,
- Conversions increased overall by 30%,
- Overall conversion rate improved an impressive 10%
That’s a lot more sales just for changing the text in your Amazon listings!
This post was by Andrew Maff, Director of Marketing and Operations for Seller’s Choice, a full-service digital marketing agency for ecommerce sellers.
You can contact Seller’s Choice by emailing firstname.lastname@example.org or by using their contact form. Feel free to post any questions below or contact Andrew directly through LinkedIn, Facebook, Twitter or Instagram.